How Goodby Silverstein Found Hundreds of Cheetos Artful Enough to Be in Their Own Museum

Orange wins gold in Cannes as brand rides a social phenomenon

Headshot of Kristina Monllos

CANNES, France—Not every Cheeto was right for the Cheetos Museum. Goodby Silverstein & Partners asked its creatives to dig through hundreds of bags of the snack to find unique shapes that resemble, say, Abraham Lincoln or the Loch Ness Monster. Those were then displayed like pieces of art.

It paid off. The team behind the museum has already nabbed five lions at Cannes and is prepping its next museum effort.

The immersive experience was born out of a social phenomenon: People were posting pictures online of Cheetos that looked like something else, explained Margaret Johnson, chief creative officer at Goodby Silverstein & Partners in San Francisco, during an interview for the above video. Her team talked with Adweek about how the idea came together—and even led to a single Cheeto selling on eBay for $100,000.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.